How popular isNetflix?
In September 2026, people searched for Netflix by name about 1.2 million times in Australia, about the same as the previous year. These searches made up 43.5% of all Australia streaming service searches, placing Netflix first out of ten services. When we asked both ChatGPT and Google AI Overviews about streaming services, Netflix appeared in all answers and was the most recommended of the ten.
Netflix is the most searched of 10 competitors and the most recommended in AI answers.
NetflixShare of searches 43.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
Prime VideoShare of searches 17%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
Kayo SportsShare of searches 12.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th
Disney+Share of searches 10.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
Paramount+Share of searches 7.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
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Top streaming services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Netflix appeared in all five answers. Netflix is the most recommended of the ten.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Netflix1st
- Prime Video2nd
- Disney+3rd
Stan4th
Binge5th- Paramount+6th
- Kayo Sports7th
BritBox8th
Foxtel9th
hayu10th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Netflix5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Prime Video5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Disney+5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Binge4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Kayo Sports3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Stan3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Paramount+2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- BritBox2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- hayu2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Foxtel1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about streaming services
5 answers
Asked ChatGPT
“Which streaming service should I subscribe to in Australia?”
Asked ChatGPT
“What are the best streaming services in Australia?”
Asked ChatGPT
“What's the best value streaming service in Australia?”
Searched Google, AI Overview
“streaming services”
Searched Google, AI Overview
“streaming service”
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Which streaming services compete with Netflix?
Share of searches by month for Netflix, Prime Video, Kayo Sports, Disney+, Paramount+, Foxtel. The figures are in the table below the chart.
View monthly share of searches table
| Month | Netflix | Prime Video | Kayo Sports | Disney+ | Paramount+ | Foxtel | BritBox | Stan | hayu | Binge |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 41.5% | 17.1% | 15.8% | 10.2% | 6.8% | 4.6% | 2.5% | 0.42% | 0.92% | 0.08% |
| Nov 2025 | 42.5% | 16.6% | 13.3% | 10.5% | 8.6% | 4.7% | 2.1% | 0.7% | 0.94% | 0.1% |
| Dec 2025 | 48% | 13.1% | 12.2% | 11.8% | 6.4% | 4.3% | 2.4% | 0.85% | 0.87% | 0.08% |
| Jan 2026 | 47% | 15.8% | 9.7% | 9.4% | 9.4% | 4.2% | 2.3% | 1.2% | 0.85% | 0.09% |
| Feb 2026 | 43.4% | 17% | 15.5% | 8.8% | 5.9% | 4.8% | 2.2% | 1.4% | 0.96% | 0.1% |
| Mar 2026 | 40.6% | 13.6% | 23% | 8.1% | 6.7% | 4.5% | 1.6% | 1% | 0.73% | 0.09% |
| Apr 2026 | 40.3% | 16.6% | 17.6% | 9.9% | 6.6% | 4.5% | 2% | 1.2% | 1.1% | 0.08% |
| May 2026 | 37.8% | 19.1% | 16.5% | 9.3% | 7.6% | 4.2% | 2.3% | 2% | 1% | 0.08% |
| Jun 2026 | 39.6% | 19% | 14.2% | 9.8% | 8% | 4.4% | 2% | 2.1% | 0.88% | 0.08% |
| Jul 2026 | 42.1% | 17.4% | 13.2% | 10.4% | 6.9% | 4.7% | 2.1% | 2.2% | 0.94% | 0.09% |
| Aug 2026 | 41.9% | 17.3% | 12.2% | 12.6% | 6.9% | 3.8% | 2.1% | 2.2% | 0.93% | 0.1% |
| Sep 2026 | 43.5% | 17% | 12.7% | 10.7% | 7.2% | 4.8% | 1.8% | 1.3% | 0.97% | 0.09% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 43.5% | 1.2M | 0% | +1.6 points | |
| 2, held 2nd | 17% | 478K | -5% | -0.2 points | |
| 3, moved from 4th to 3rd | 12.7% | 356K | 0% | +0.5 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 10.7% | 301K | -18.2% | -1.9 pointsmoved from 3rd to 4th | |
| 5, held 5th | 7.2% | 201K | 0% | +0.3 points | |
| 6, held 6th | 4.8% | 135K | +22.7% | +1 points | |
| 7, moved from 8th to 7th | 1.8% | 49.5K | -18.2% | -0.3 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 1.3% | 36.3K | -43.5% | -0.9 pointsmoved from 7th to 8th | |
| 9, held 9th | 0.97% | 27.1K | 0% | 0 points | |
| 10, held 10th | 0.09% | 2.6K | -5.8% | 0 points |
1.
Netflix43.5%
Held 1st. 1.2M estimated branded searches, 0% vs prior month. Share +1.6 points.
17%
Held 2nd. 478K estimated branded searches, -5% vs prior month. Share -0.2 points.
12.7%
Moved from 4th to 3rd. 356K estimated branded searches, 0% vs prior month. Share +0.5 points.
4.
Disney+10.7%
Moved from 3rd to 4th. 301K estimated branded searches, -18.2% vs prior month. Share -1.9 points.
7.2%
Held 5th. 201K estimated branded searches, 0% vs prior month. Share +0.3 points.
6.
Foxtel4.8%
Held 6th. 135K estimated branded searches, +22.7% vs prior month. Share +1 points.
7.
BritBox1.8%
Moved from 8th to 7th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
8.
Stan1.3%
Moved from 7th to 8th. 36.3K estimated branded searches, -43.5% vs prior month. Share -0.9 points.
9.
hayu0.97%
Held 9th. 27.1K estimated branded searches, 0% vs prior month. Share 0 points.
10.
Binge0.09%
Held 10th. 2.6K estimated branded searches, -5.8% vs prior month. Share 0 points.
Compare popularity between Netflix and its closest rivals
Every comparison with Netflix
9 comparisons
How has branded search demand for Netflix changed in Australia over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Netflix in Australia held steady at 1.2M.
- Across the 12 months ending September 2026, Netflix’s share of searches among streaming services in Australia increased from 41.5% to 43.5%.
- Across the 12 months ending September 2026, Netflix’s share of searches among streaming services in Australia peaked at 48% in December 2025 and was lowest at 37.8% in May 2026.
How did search popularity change for Australia streaming services in September 2026?
6 changes
In September 2026, Netflix gained share of searches among streaming services in Australia, from 41.9% to 43.5%.
In September 2026, Foxtel gained share of searches among streaming services in Australia, from 3.8% to 4.8%.
In September 2026, Disney+ lost share of searches among streaming services in Australia, from 12.6% to 10.7%.
In September 2026, Stan lost share of searches among streaming services in Australia, from 2.2% to 1.3%.
Prime Video’s share of searches among streaming services in Australia has lost ground for 3 months in a row, from 19% to 17% in September 2026.
In September 2026, BritBox rose from 8th to 7th among streaming services in Australia.
How are Netflix’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Netflix’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- netflix
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Is Netflix your brand?
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